What exactly are Apple’s long-term plans for its TV product? To say that Eddy Cue, the company’s SVP of internet software and services, reveals all to the Hollywood Reporter would be an overstatement – but he does reveal some. Cue describes Apple TV as a “platform that allows anybody to get content to consumers.” And unlike a cable box, he notes, that includes interactive content (think: games). As for becoming an original content producer like Amazon and Netflix? Cue said Apple is only going to work on stuff that’s tied to its products: “Right now, that’s Apple Music. … We're not in the business of trying to create TV shows.” Of course, the Hollywood Reporter points out that Apple is working on a few series, including a show called Planet of the Apps and, by rumor, a scripted drama featuring Dr. Dre. Read more.

Duopoly

In a recent study of 401 marketers by The Relevancy Group, 94% of respondents said cross-device targeting and measurement are key, according to a Salesforce blog post. Guess who has the most access to PII across devices? You guessed it: Google and Facebook. According to data published by market research firm Dscout, 50% of all phone touches were done through apps made by Alphabet (Google, YouTube, Chrome, Gmail, Hangouts) or Facebook (Instagram, Messenger, WhatsApp), meaning in order to gain cross-device insights on users, marketers will have to work with either or both of these giants. The walls around the gardens keep getting higher.

Asian Ad Tech Strikes Again

Mobvista, the Chinese mobile ad platform that acquired NativeX in February, has snapped up the rather prosaically named GameAnalytics, a Denmark-based behavioral analytics platform for game developers. The rollup represents a growing consolidation trend in the martech and analytics industries. Chinese companies in particular are looking for international reach, and developers, as ever, are looking to drive revenue and LTV among new audiences. It’s a match that makes sense. But there is a question to ask about this burgeoning market:What to do about the fraud problem?More in VentureBeat.

Chief Digital Ain’t Dead

Campbell Soup Company will not refill the post of director of global digital marketing and innovation left empty by Umang Shah. Instead, the company’s digital team will report directly to CMO Greg Shewchuk. The shift is part of a larger trend of big brand CMOs, like L’Oréal’s Marc Speichert [AdExchanger Coverage], taking a more digitally focused approach to marketing. While some brands are savvy enough to have CMOs head up their digital capabilities, many question whether or not CMOs in general are capable of taking on digital for the whole org. "Very few global organizations are to the point where all of their marketers are digitally [up to speed],” Shah said in criticism of Campbell’s decision. “I think you need a digital leader." More.